He Opened A Matchmaking Agency In 18Th Century London [EN]: Chapter 99

< T&S Coffee's Value - 99 >

◈ Early October 1777, Theo Coffee Farm.

Slaves were busily moving under Noah’s direction in front of the green bean drying yard.

They were transferring well-dried green coffee beans into waxed containers.

These specially made containers by Mr. Spencer were designed to prevent the green beans from being exposed to moisture as much as possible.

He explained that proper ventilation while minimizing moisture was essential to prevent spoilage and maintain the quality of the green beans.

‘······.’

Theo, observing the slaves scooping up the green beans, noticed the dark expression on Mr. Spencer’s face.

He had expected Mr. Spencer to be happy, considering they had successfully processed high-quality coffee beans and received rave reviews at the tasting session.

But strangely, Mr. Spencer’s complexion had been poor for the past few weeks.

It seemed to have worsened, especially after visiting Kingston Harbor to find sales outlets.

It appeared the coffee contract wasn’t progressing as well as he had hoped.

Theo sat down next to Mr. Spencer and asked,

“What did the merchants in Kingston say about the contract?”

Mr. Spencer responded with his characteristic wry smile.

“I think I forgot that I had been out of the trading business for a very long time.”

“?”

“When I was in Saint-Domingue [now Haiti], traders lined up to buy just by mentioning the name of the coffee farm I worked for.

But T&S is still a new coffee farm, and perhaps because of the mediocre coffee I made in Jamaica, the merchants don’t seem very interested.”

“How can they say that about such good coffee? Why didn’t you let them taste our coffee first?”

“The distribution structure of coffee merchants here is mostly about buying coffee cheaply and selling it to traders at low prices, and in large quantities.

For that reason, they asked about our coffee farm’s expected yield and immediately refused. They said that no matter how good the quality is, they can’t trade with that amount and price.”

“That’s because they haven’t tasted our coffee directly. Things will be different if they taste it.”

Mr. Spencer shook his head.

“That’s why I’m more disappointed.”

“Yes?”

“Actually, out of spite, I took the coffee directly and showed them the taste. I took the ground coffee beans and brewed it in front of the merchants, telling them to taste it.”

“And then?”

“Well… they were all surprised after tasting it. But after hearing the approximate yield and expected price, they flatly refused to buy it, saying that it would not be well-received in the market at such a high price.”

It was common practice for traders and merchants to buy coffee produced in the colonies cheaply in large quantities. They preferred large-scale transactions for profit.

As a result, they didn’t seem very interested in T&S coffee, which was not only small in quantity but also expensive.

“Honestly, I thought they would rush to ask me to sell it to them the moment they took a sip of our coffee. But seeing the cold reaction from those so-called experts in the coffee distribution field… I became discouraged without realizing it.”

He expressed feelings of insecurity and a lack of confidence, which were unusual for him.

“I think I took the sales and distribution that I had built up over nearly 40 years of working in the coffee trade too lightly.

If I try to sell it somehow, I can sell it, but I’m most worried that I won’t get a proper price because there’s not much quantity.

Huh—I think I’ll have to go and find the traders I used to know starting tomorrow.”

Theo felt a sense of unease.

‘That can’t be… It was definitely great coffee. Wasn’t the aroma and taste enough to cause a sensation once you tasted it? But, the reaction from the coffee merchants was not good? What happened? Perhaps, is it a fatal mistake that is commonly seen in experts?’

These incomprehensible reactions are a common phenomenon among groups of self-proclaimed experts, regardless of the field.

For example, a singer who is harshly criticized by music critics may gain immense popularity among the public shortly after, or a dish that receives all kinds of criticism from professional chefs may become a huge trend among the public, making it impossible to meet the demand.

This is a problem that arises from the fact that the criteria by which expert groups predict public reaction are different from the beginning.

The coffee merchants in Jamaica were certainly experts in coffee to some extent.

However, even after tasting a great coffee that they might only taste once in their lives, their criteria were entirely focused on distribution margins.

Considering that long-distance transportation was not yet well developed and that it took months to years to transport by ship, they needed a large quantity of goods to make a profit.

As a result, they seemed to believe that no matter how good the product was, they could not make a significant profit with a small quantity and a high price, and they were not properly anticipating the public’s reaction.

This is the fatal mistake that trained expert groups sometimes make.

Theo said in a firm voice.

“No. I am against Mr. Spencer looking for other traders.”

“What? You’re against it?”

“The more you try to sell it cheaply out of impatience, the more the traders who read that mind will try to cut the price.”

“Then what do you want me to do? No matter how good the product is, there is no way to sell it.”

“We have to make them eager to buy it and create competition among them.”

Mr. Spencer thought Theo’s answer sounded absurd.

“I don’t understand. I’m worried that no one will buy it, but you’re saying to make them eager to buy it? What does that mean?”

“If the coffee we produce is just mediocre coffee that can be tasted anywhere, or if it’s only slightly better but the production is hopelessly small, then, as Mr. Spencer said, we should go to other traders or merchants and beg them to buy it.

But our coffee is different now. People who have tasted T&S coffee properly will probably grab our pant legs and beg us to sell it to them, even just a little.”

“I showed the coffee merchants at the harbor the taste of our coffee, didn’t I?”

“They are merchants who are only focused on how much quantity there is and how much money they can make from it, rather than the inherent taste of coffee. With a calculated mind, it is difficult to predict the proper market reaction even if they taste the heavenly coffee.

They may be experts in coffee distribution, but they are just foolish people who cannot properly read the minds of consumers.”

“Whether it’s consumers or not, shouldn’t merchants or traders buy coffee and sell it to the market to determine whether consumers taste it and are fascinated by it? How can we persuade them when they are focused on other thoughts, as Mr. Sanderson said?”

“We can show them directly, as if protesting that their thoughts are completely wrong. If they see consumers being greatly fascinated by our coffee in front of their eyes, they will have no choice but to change their minds.”

“Is that possible as you say? In any case, merchants or traders have to buy goods and sell them in the market for consumers to taste and decide whether to be fascinated, right?”

“The order is reversed from what you just said.”

“The order is reversed?”

“Yes. We must approach consumers first, not merchants or traders. To do that, we should hold a coffee tasting session near Kingston Harbor.

Then many people will show an enthusiastic reaction to our coffee, and naturally, the merchants and traders from all over the world gathered there will pay attention to the commercial value of our T&S coffee. Only then will they rush to compete.”

“Hold another tasting session at the harbor?”

Theo nodded.

“Think back to the tasting session at the farm. Even the slaves who were not very interested were completely captivated by the aroma and taste of T&S coffee beans, weren’t they?

People are all the same. If we hold a tasting session, many people will probably flock to the harbor. And coffee traders will see people’s reactions with their own eyes.

Who are the traders? They are people who would chase even hell to buy something that could make them money more than anyone else.

If such people see the aroma and taste of our coffee and clearly confirm the popular appeal, they will probably change their minds and rush to ask us to sell it to them before anyone else.”

Jamaica’s Kingston Harbor is a place where people from various occupations and positions, such as traders from various European countries, the British Royal Navy, businessmen, and tourists, gather.

The emergence of coffee beans that they have never tasted before in this place was a perfect way to spread the word not only to merchants but also to people of various nationalities, making the name of T&S coffee known throughout England and Europe.

“But how do we promote and hold the tasting session? Are you thinking of advertising?”

“There is no need for advertising. Just set up products in a corner of Kingston Harbor and offer free pour-over coffee while grinding the beans directly in front of people.

By doing so, we gather the merchants who are interested in our coffee all together on Friday afternoon, and then we sign a contract with the merchant who writes down the highest price, and that’s the end of it.”

Word-of-mouth advertising through tasting sessions or samplings is a common marketing technique in modern times, but it was bound to be unfamiliar in the 18th century.

However, Mr. Spencer, who had been in the trading business for a long time, understood the psychology of consumers to some extent.

“Listening to you, I think it could work. There are various people from all over the world, and they will lose their minds when they see the aroma and taste of T&S coffee.

And the merchants who confirm that people are drawn to that intense taste will compete to buy it?”

“Yes, that’s right. If that kind of competition arises, we can rent a warehouse near the harbor and conclude the contract through an auction.”

“Hmm… okay. That sounds like a good idea. Let’s do that!”

Mr. Spencer’s eyes, which had been uneasy, began to sparkle again, and a smile appeared on his face.

◈ Two days later, in front of Jamaica’s Kingston Harbor.

Early in the morning, Theo and Mr. Spencer were busy preparing for a coffee tasting session in a warehouse near Kingston Harbor.

Mr. Spencer pointed to the open space in front of the warehouse and said.

“That place looks good. If we set up a temporary sales counter there, people will see it right away as they pass by.”

“Yes, there are many merchant ships and passenger ships docked nearby, so many people will be getting off the ships soon. Let’s promote it outside first, and when there are many people, we can go inside the warehouse and proceed.”

“Good idea.”

It might be difficult to fully appreciate the aroma of coffee beans because of the wind and the smell of the sea in front of the beach.

But today the sea looked calm, and the weather was cool, making it a perfect day to enjoy warm coffee.

As soon as they finished preparing in the open space in front of the warehouse, Mr. Spencer ground the beans and prepared pour-over coffee.

Thump thump—Creak—

Soon, the deep and sweet aroma of the coffee beans spread around.

‘······.’

It was the scent of coffee beans that he smelled almost every day these days, but it was new and exciting every time he smelled it.

Mr. Spencer poured hot water and handed the hand-dripped coffee to Theo and two slaves.

“Well, let’s drink it ourselves before we start working.”

Slurp—

The deep and sweet aroma spread through his esophagus and throughout his body.

‘Haa—I never get tired of eating it every day. It’s really amazing.’

As he sipped his coffee and admired the vibrant morning scene of Kingston Harbor unfolding before his eyes, he felt like he had entered a scene from a movie.

It was amazing how a cup of coffee could change his mood like this.

It was then.

“Excuse me, but the smell is so good… what is that?”

“Isn’t that coffee? It’s coffee, right?”

A group of burly sailors approached Theo and his party, who were drinking coffee, and asked.

Judging from their uniforms, they seemed to be soldiers belonging to the British Royal Navy.

Theo answered with a smile.

“Yes, it’s coffee.”

“Are you selling it now? Can we buy it and drink it too?”

Their curious eyes were already fixed on the coffee Theo was drinking.

“Haha. We’re not selling it for money. We’re holding a tasting session with coffee made from the beans we harvested for the first time this year. Would you like to try a cup? It’s all free.”

The sailors were greatly delighted.

“It’s free? Oh, we’re grateful then, haha.”

The sailors had excited expressions at the word free coffee.

As Mr. Spencer ground the coffee beans and made pour-over coffee, the sailors were already deeply intoxicated by the deep aroma.

“Here, have a cup each.”

The sailors, who had been captivated by the aroma of the coffee beans, took the cups they handed out and drank them all at once.

And soon, exclamations erupted.

Their expressions and gestures were full of surprise, wonder, and satisfaction.

The sailors’ noisy voices were enough to attract attention, and soon many people began to gather in front of the warehouse with curious expressions.

Mr. Spencer worked hard to grind the beans due to the overwhelming demand.

Then, the rich and sweet coffee aroma that wafted around intensified even more.

“Give me some too!”

“Are you selling this for money?”

“It’s free. It’s free!”

“Wow—really? Then give me a cup too.”

The demands of people who had finished their coffee kept increasing.

“I’ll pay for it, so give me another cup. Wow—this is the first time I’ve ever tasted coffee that smells so similar to the smell!”

“Hey, I came first, why are you doing this? Go back! They’re not selling it for money!”

The rapidly increasing number of people attracted more attention, and more and more people flocked to the warehouse, making it crowded with no room to set foot.

“Mr. Spencer? We need to go inside now!”

“Yes. There are too many people blocking the road, so it’s dangerous. Let’s go inside.”

Theo and Mr. Spencer went inside the warehouse and continued the tasting session.

*

A man with a slender build and sharp features stopped on his busy way.

It was because of the deeply vibrating coffee smell.

When the man stopped, the four escorts who followed him also stopped.

The senior escort right behind the man approached and asked.

“Mr. CEO? What’s wrong?”

The man looked at the warehouse where people were crowded and opened his mouth.

“What’s that over there? Why are so many people gathered?”

“I don’t know. Maybe it’s some kind of street gambling or something?”

“No, everyone’s holding a cup in their hand.”

“A cup?”

“Yeah. And it smells like coffee?”

The attendant twitched his nose.

“Oh! Now that you mention it, it does smell like coffee?”

The man glared at the attendant and chided him.

“You’ve been working as a coffee trader for nearly ten years, and you’re only just now noticing the smell of coffee?”

“But, Mr. CEO… why does it smell like this? Isn’t it too sweet for coffee?”

“That’s why I stopped. It definitely smells like coffee… but the aroma is so smooth and unique.”

The man, who was gazing at the people drinking coffee with happy faces, gave an order.

“I can’t let this go. Have the guys find out what’s going on inside, and if they’re selling coffee, buy me a cup.”

“Now? Sir?”

“Yes.”

“Mr. CEO? We need to go to the contract signing right now, though? We’re very late.”

“Just hurry up and buy it!”

The senior attendant reluctantly gave instructions to a junior, and a young man entered the warehouse.

Shortly after, the young man came out of the warehouse and explained the situation.

“Mr. CEO, they’re not selling coffee inside right now; they’re holding a tasting event.”

“A tasting event?”

“Yes. It’s the Jamaica T&S Coffee Farm, and they’re giving away samples of their new product for free. But the line is too long, so I couldn’t get any.”

“T&S Coffee? Was there such a farm? How could there be a coffee farm in Jamaica that we don’t know about?”

At that moment, another senior attendant, who had gone inside the warehouse to look around, rushed out in a flurry.

“Mr. CEO! Mr. CEO!”

“What is it?”

“I took a peek at the person making coffee over there… well, it looked like Mr. Spencer!”

The man’s brow furrowed.

“Spencer?”

“Yes! The Mr. Spencer who used to run the Buffon Coffee Plantation in Saint-Domingue [a former French colony, now Haiti and the Dominican Republic].”

“Are you sure? Was it really Spencer from the Buffon Coffee Plantation?”

“Yes, his hairstyle is slightly different, but it looks like him for sure!”

The man, who was called CEO, quickly approached the entrance of the warehouse and examined the situation himself.

He stretched his neck and scrutinized the person making coffee.

Although the distance was a bit far, it was definitely Mr. Spencer, as the senior attendant had said.

‘Oh? Really… it’s Spencer?’

The man pondered for a moment before quietly instructing the senior attendant.

“Postpone today’s contract with Baker Farm until the evening. Tell them I have something to take care of and will visit in the evening.”

“Yes? But… why?”

“You fool. Can’t you tell yet?”

“What are you talking about?”

“It’s Spencer, of all people. The best coffee grower from Saint-Domingue is doing something here in Jamaica, right? Can’t you smell something fishy?”

“Smell? I only smell coffee.”

“That’s the problem, you idiot! It’s that coffee!”

“But, Mr. Spencer sold coffee a few years ago, and it wasn’t anything special, was it?”

The man snapped back, frustrated.

“That’s what makes it even stranger! Back then, we just happened to see him secretly selling it off, right? But now he’s openly holding a tasting event in front of everyone, which means he’s very confident in his product. And that means it’s likely to be an amazing coffee. Just look at the coffee aroma wafting around.”

Only then did the senior attendant nod his head.

“Now that I hear it, that makes sense. Understood! Then I’ll go to Baker Farm and explain the situation.”

The man glared at the senior attendant waddling away with a displeased look, then spoke to the remaining attendants.

“You guys wait here for a moment.”

“Yes, Mr. CEO.”

The man turned and hurried towards the warehouse.

However, the warehouse was so crowded with people, and the number of onlookers kept increasing, making it difficult to even enter.

“Excuse me! Please make way! I’m with T&S Coffee. Please make way! I’m with T&S Coffee!”

The man waved the documents in his hand for no reason and confidently pushed his way through, and people, thinking he was really a coffee farm representative, made space for him.

Shortly after,

“Haha—Mr. Spencer! It’s been so long!”

Mr. Spencer, who was busily pouring coffee, looked up and was surprised and delighted.

“Oh, who is this? Isn’t it Vincent? Wow—it’s been a long time, haha. What brings you here? Do you visit Jamaica too?”

“Yes, sir, I come here once every two years. But, Mr. Spencer? Are you farming coffee again?”

“Yes, it’s not my farm, but I work at Mr. Sanderson’s farm here. I’m in charge of coffee cultivation and processing technology there. Haha.”

“Ah, yes. I see.”

Mr. Spencer introduced the man to Theo.

“Mr. Sanderson, please meet him. This is Vincent, a friend who runs a large trading company in France. He mainly trades in sugar and coffee, so I’ve known him well since Saint-Domingue.”

Vincent exchanged greetings with Theo and then sharply scanned the green beans and roasted beans laid out in front of him.

“Mr. Spencer? Is the coffee I’m smelling made from these green beans?”

Mr. Spencer smiled and nodded, and the man asked Theo again.

“Mr. Sanderson, if you don’t mind, may I touch these green beans?”

“Yes, of course.”

Usually, people would just touch them without asking, but the green beans in front of him were so clean that he felt sorry to touch them.

Vincent carefully grabbed a handful of green beans and examined them closely, and the smile disappeared from his face. His face turned serious and earnest.

Mr. Spencer, who had been watching the scene, quickly put the roasted beans into a mortar and began to grind them.

Thump-thump- Grrr- grrr-

Soon, the rich and sweet aroma unique to coffee filled the surroundings.

Vincent, who had been seriously examining the green beans until just now, was surprised by the rich aroma rising from the freshly ground beans.

“Oh… no… Mr. Spencer. How can the coffee smell this good?”

Vincent was so surprised that he was speechless.

Mr. Spencer placed the ground beans on a flannel cloth and said with a smile.

“You haven’t had much filtered coffee, have you? Have a taste today.”

Vincent had already lost his composure.

For traders who travel around the colonies buying and selling goods, items that make money instinctively drive them crazy.

Pepper was like that, and so was sugar.

They brave rough waves, rely on the wind to sail for months, lose their fortunes to pirates, and risk their lives, but they don’t hesitate to risk their lives at sea because they can eventually obtain good goods and make huge profits.

But, in front of such a trader, a new coffee bean appeared that was completely different from the existing coffee.

Pouring-

To make flannel drip coffee, hot water was poured over the ground coffee on the cloth, and it swelled up like bread, creating bubbles.

And soon, the coffee extract flowed down into the cup.

Vincent nodded.

“So, you filter out the ground coffee and drink it. Hmm… more and more people are starting to drink it this way these days.”

There was a growing trend of people filtering out the bitter ground coffee with cloth because they didn’t like the traditional Turkish method.

However, the taste filtered through such ordinary cloth and ‘flannel’ is completely different.

In addition, the softness that comes from the ‘flannel’ specially produced at Theo’s weaving factory provided an extreme taste that was on a different level.

Mr. Spencer handed the finished coffee to Vincent and said.

“What’s the point of talking between experts? First, drink it and evaluate it.”

Vincent, who received the cup, had an expression completely intoxicated by the aroma of the coffee.

“Mr. Spencer. Are there any spices or sugar in this?”

“It’s pure, unadulterated coffee itself, with nothing added.”

Vincent nodded, savored the aroma for a moment longer, then put the cup to his lips and took a sip.

Slurp-

The moment the coffee went down his esophagus, Vincent’s eyes widened fiercely.

“Haa—Ah… no… the taste… what… this…”

Vincent quickly emptied the cup and stared blankly at the empty cup for a long time.

Then, he suddenly grabbed Mr. Spencer and Theo’s arms and dragged them to the corner of the warehouse.

“Hey, what’s wrong with this guy?”

Vincent pleaded in a desperate voice.

“Mr. Spencer! And Mr. Sanderson, was it? How much do you have? I’ll buy it all. All the coffee that comes out of the farm!”

Mr. Spencer waved his hand with a troubled expression.

“No, no. I don’t have that much to sell to you. Besides, there are already too many merchants who have said they will buy it. So I’ve already promised to sell it through an auction in a few days. I’m sorry. Well, if you’re interested, you can participate in the auction. Haha.”

Vincent had a bewildered expression. Then he nodded as if he understood.

“Hmm, of course, that would be the case. If it’s this good, other people must have already set their sights on it. All right. Then where are you planning to trade [hold the auction]?”

“We’ll do it right here in the warehouse around 3 PM on Friday, so come then.”

“Ah… Friday? That late? This is a disaster. I have to return to France by Wednesday. It’s a schedule that can’t be postponed.”

Vincent was so frustrated that he didn’t know what to do.

Mr. Spencer, reading his expression, asked with a satisfied face.

“But you usually buy most of your coffee from Saint-Domingue, don’t you?”

“Yes, that’s true, but I also buy from here once every few years. After all, Jamaican coffee is cheaper, so it’s necessary when selling to coffee houses or tea gardens.”

Mr. Spencer glanced around and asked cautiously.

“I see. Then how would you rate the coffee from our farm that you just drank? How much would the price be?”

Vincent asked with a dumbfounded expression.

“Why are you asking me that? I’m sure you’ve already figured it out, Mr. Spencer?”

“My friend, it’s been almost five years since I quit this job, hasn’t it? I don’t know the market trends these days, and the Jamaican coffee sellers say that my coffee is too small in quantity and too expensive, so it won’t sell at all even if I put it on the market.”

Vincent snorted.

“Hmph! What do Jamaican coffee sellers who only look for cheap coffee know? Only traders like us who have sales channels to the European royal family or the upper class know the exact market price of goods.”

“Yes. That’s why I’m asking you. You know the international high-end coffee market very well, don’t you?”

Vincent had a troubled expression.

“But as you know, Mr. Spencer, this kind of business information is not something you can easily give out…”

“I know. That’s why I’m asking you like this, isn’t it?”

Vincent, lost in thought for a moment, looked around once and quietly opened his mouth.

“Compared to high-end coffee from Saint-Domingue, it will be priced at least 10 times higher for the same amount of green beans.”

“Oh… 10 times…”

“Of course, that’s the minimum. If there’s competition, the value will definitely increase even more.

If you go to auction on Friday and they don’t offer 10 times the price of high-end green beans from Saint-Domingue, don’t agree to the deal. Otherwise, they’ll think you don’t know the price well and try to collude and stab you in the back. Be sure to trade with the expectation of 10 times or more.”

“Oho—I see.”

“Mr. Spencer, I’ve given you such accurate price standards, so please give me a few bags before I leave. I’ll give you a generous price from what I told you.”

His face was filled with regret for not getting a good item.

Mr. Spencer, remembering that he had once been indebted to him, asked Theo for his understanding and then answered.

“You’re leaving on Wednesday?”

“Yes. Mr. Spencer.”

“You definitely can’t participate in the auction on Friday.”

“That’s right.”

“Well, there are several traders who want to participate in the auction now, but you told me the benchmark price, and thinking of our old friendship, I’ll give you about 200 bags. But you’ll have to pay a generous price. Come here tomorrow and I’ll have it ready.”

“Oh, Mr. Spencer. Thank you so much. Thank you. Haha.”